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MCOM4040 - Marketing and Communications

   

Added on  2020-04-13

18 Pages3829 Words48 Views
Running head: MARKETING COMMUNICATIONMarketing CommunicationName of the studentName of the universityAuthor note

1MARKETING COMMUNICATIONExecutive SummaryThis is a report, which will depict the marketing communication strategy for the organizationnamed Addison Lee. The study will highlight the marketing orientation, which will describe theorientation of production, product, selling and marketing. The next part of the report will portraythe marketing environment and strategies that have been used by Addison Lee. The report willfinally conclude with marketing mix of the organization. Thus, it can be seen that theorganization has been using personalization of the service to gain majority of the market and asthe market leader, Uber has lost its license i9t is good opportunity for the organization to gaincompetitive advantage.

2MARKETING COMMUNICATIONTable of ContentsIntroduction......................................................................................................................................3Evolution of marketing....................................................................................................................3Marketing environments..................................................................................................................5Marketing strategies.........................................................................................................................7Marketing mix.................................................................................................................................8Promotional mix............................................................................................................................11Conclusion.....................................................................................................................................14References......................................................................................................................................15

3MARKETING COMMUNICATIONIntroduction This is a report, which will depict the marketing communication strategy for theorganization named Addison Lee. The study will highlight the marketing orientation, which willdescribe the orientation of production, product, selling and marketing. The next part of the reportwill portray the marketing environment and strategies that have been used by Addison Lee. Thereport will finally conclude with marketing mix of the organization. Addison Lee has been in theUnited Kingdom market for more than 40 years and provides private hiring services to theconsumers in the United Kingdom market. They provide their services through private jets,taxybikes, coaches and minicabs (Addison Lee 2017). Recently, the organization has been ableto expand their business by incorporation of technology into the business model of theorganization.Evolution of marketing The four key aspects that will be discussed in the evolution of the marketing are productorientation, product orientation, marketing orientation and selling orientation (Kumar 2015).Production orientation principle states that any product can be sold readily if theproduct quality is high. This theory is based on the economies of scale, which suggest gainingcost advantage without compromising with the quality of the product. Thus, the organizationswere focusing on attaining cost effectiveness by obtaining smallest output (Urde, Baumgarth andMerrilees 2013). In the early years of the 19th century, there was a misconception that producinghigh quality product with good durability would be the key to success. However, this businessmodel became outdated as the market place became global and crowded.

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